The impact of consumption experience on perception and in the behavior of digital bank customers
DOI:
https://doi.org/10.53946/rmr.v3i1.22Keywords:
Experience, Consumer, Loyalty, Digital bankAbstract
Objective: The consumption experience is a multidimensional phenomenon that involves sensory, cognitive, affective, behavioral and social aspects. It is already known that, in general, a positive consumer experience can positively impact consumer satisfaction, their loyalty and their intention to engage in positive word-of-mouth about the company. However, little is known about the effects of the consumer experience in the digital environment, especially about digital banks, where interaction takes place in a totally virtual way.
Methodology: Exploratory study with ten in-depth interviews with Brazilian consumers, customers of the digital banks Nubank and Inter.
Main Results: Customers of digital banks perceive the experience with this type of service provider as positive and associate attributes such as practicality, security and low cost. Experience influences satisfaction and word-of-mouth, however, loyalty does not seem to be a consequence of this experience. Aspects such as the ease of opening accounts in other digital banks that offer similar experiences may be one of the reasons for this behavior.
Theoretical contributions: These results are interesting, especially at a time when people are choosing to consume digital services. More than presenting an intuitive platform with agile and convenient solutions for the consumer, digital banks need to consider ways to increase customer retention in this context. If, on the one hand, there is clearly a positive experience, on the other hand, this does not necessarily translate into loyalty.
Relevance / originality: Studies with Brazilian consumers of banking services assess the interaction with traditional banks in the context of internet banking and mobile banking. This study is one of the first to analyze the perception of consumers of fully digital banks.
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